Great Experiential Marketing: Candy Crush Soda Saga launch event
Oh no. The makers of Candy Crush have developed a new app for us to get addicted to: Candy Crush Soda Saga.
King, the makers behind these all-consuming apps, went all out with its launch events for Soda Saga, dubbed “Release the Soda”. The experiential events brought the game’s iconic visuals to both New York’s and London’s streets.
In New York, actors posing as New York City residents—a police officer, shoppers, a mother with a buggy, a woman walking a dog —wore oversized candy heads similar to the pieces in the game. As they entertained the crowds, a group of builders smashed open a water pipe. When it burst, fizzy purple soda spurted through the air covering a taxi, transforming it from its iconic yellow to the game's signature purple hue.
Adding to the scene, purple soda bubbles were projected onto the buildings lining the street. The scene ended with a 20-foot illuminated candy bear floating down the street, reminiscent of the Stay-Puft marshmallow man from Ghostbusters.
Closer to home in London, the River Thames was taken over by these larger-than-life pieces of confectionary. Everyone’s favourite Pussycat Doll, and coiner of phrases, Nicole Scherzinger had the honour of pushing a candy button that in turn created a huge pink soda fountain over the river. A twenty-foot high gummy bear rose and the Tower Bridge even opened up to accommodate.
After both events, guests were invited to a nearby hotel for a reception, where roaming staff carried iPads loaded with the game and offered guests instruction on how to play. Custom vending machines also displayed a new line of Candy Crush-theme consumer products.
Sweet! Or “freaking amazeballs”, as Scherzinger said.
Like this? Take a look at King’s launch event for Farm Heroes Saga in New York.
With nearly 30 years of marketing experience, both client and agency side, I’ve acquired a rare perspective on brands and business: I believe you have to challenge things creatively if you want to grow sales. Consumer technology is reshaping our world, and it’s only the great brands that stay on the crest.